There’s a big difference between simply showing up to an event with a table full of books and actually connecting with the people who walk by. Whether you’re a seasoned author or just dipping your toes into the world of book events, one thing remains true: how you interact with readers at your table can make or break your success that day—not just in sales, but in building genuine relationships.
Talking To Readers vs. Talking At Readers
It might sound like a subtle distinction, but the difference between talking to readers and talking at them is everything.
Talking at readers usually looks like this:
Launching into a summary of your book the second someone makes eye contact.
Dominating the conversation without asking questions or inviting dialogue.
Pushing a sale, rather than helping them find their next favorite read.
We’re passionate about our books. We want people to know how amazing they are. But this approach often feels impersonal or even overwhelming to potential readers. Remember, they’re not just buying a book; they’re deciding whether to invest time and emotional energy in your story.
Talking to readers:
Making eye contact and saying something that will draw them to your table. This can be as simple as asking them if they read the types of books your write.
Once you've qualified them as reading the genre you write, ask them open-ended questions: “What kinds of books do you usually enjoy?” or “Do you have a spice level preference?”
Tailor what you say based on their responses. If someone says they read romance, but prefer mystery and you have a romance that has a strong mystery subplot, steer them toward that book.
Listening as much as you speak. While you may do a lot of talking, you should also be listening not only with your ears, but with your eyes as well. A person's body language can tell you as much as their words.
When you talk to readers, you’re engaging them to participate in a conversation. You’re seeing them not as a sale, but as a person—and people remember how you make them feel.
At the end of the day, events are about human connection. Readers don’t just want to hear about your book—they want to hear from you. They want to know the voice behind the words. And when you speak to them instead of at them, you’re giving them a reason to care.
So the next time you’re behind that table, don’t just be a salesperson. Be a storyteller, a listener, a fellow book lover. That’s what turns a casual chat into a meaningful connection—and maybe even a lifelong reader.
I was a signing author this past weekend at the 2nd annual Newark Book Festival in downtown Newark, Ohio. The weather was perfect outside of the wind. Authors were having to hold down their books every time a gust kicked up.
The festival's goal to celebrate literature and connect readers with local authors. This year there were over 100 authors set up on Canal Street with their books. It was the perfect opportunity for readers to meet authors and get signed copies of their books.
In order to have as many authors as possible participate, most authors shared a table with another author. Luckily, the tables were eight feet long, so I had four feet to try to fit all my books. From experience, I know four feet is the minimum I need to fit all my titles. By the time I laid all my books out, my business cards, and a little stand with a QR code to sign up for my newsletter, I had just enough space for my cash box.
There were plenty of books and bookish things for all ages. Near me was a woman running a summer reading program for kids, a mystery author, a woman selling book shaped vases, a children's book author, and an author who writes romantic thrillers. Then, of course, there was me, who sells steamy and spicy romance. If there was a type of book you were looking for, chances were good you could find it at the Newark Book Festival.
They also had face painting for the kids, and one table was handing out peacock feathers. By the end of the day, the feathers were everywhere. I think some of the kids lost control of them because of the wind. It really was quit strong.
The highlight of the day, though, was when one of our local meteorologist, whose and avid reader, stopped by my table. She ended up buying a copy of my office romance, Strictly Professional.
Newark has consistently been very supportive of my books. I need to get busy on my writing, though. I had some ladies stop by my table and ask if I'd written anything new since last year. Unfortunately, I hadn't, but hopefully my next year I'll have at least one, if not two new books for readers.
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